What Is Cold Calling? Definition, Tips, and Templates

Your ultimate guide to cold calling.
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Cold calling is one of the most used sales channels by SDRs for outbound prospecting.

The thought of reaching out to a potential customer who has not expressed any interest in your product or service can be intimidating, and the fear of rejection can be enough to make anyone hesitate.

Whether you're a seasoned sales professional or just starting out in the industry, this article will provide you with the information you need to make your cold calls as successful as possible.

What Is Cold Calling?

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Cold calling is a sales technique in which a salesperson contacts potential customers (prospects) who have not expressed a prior interest in the product or service offered.

It aims to generate new business by reaching a target audience that matches the customer profile of your company's product or service.

Often it is used to introduce a product or service, schedule an appointment, and gather information. The fact that you can talk one on one in real-time with prospects is what makes cold calling an effective way to reach new customers.

To be successful as an SDR in cold calling, you need to know that the learning process takes time and requires much patience.

Cold Calling Tips

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Don't Sell From the Beginning

Many sales representatives make this error. They don't even ask the person on the other end of the phone for their view as they quickly make their offer to begin the call.

Additionally, sales representatives frequently toss into pitching their products or services as soon as they learn what the customer is looking for. You might get lucky, and your offer might be exactly what the receiver wants at the current time. But this is rarely the case.

This brings us to the next tip:

Listen Actively to Get a Deeper Understanding

Concentrate on acquiring information. You want to conduct an interview with the potential customer by asking questions unless you're offering something cheap that needs little consideration. Make notes and promise to return to them later.

Put your attention on developing the relationship and projecting an approachable, amiable, and non-threatening image.

Prior to your call, decide what you want to accomplish. That usually entails scheduling a time to meet or have a longer conversation. Don't squander your prospect's time while diligently working toward that objective.

To dig a little bit deeper into the tasks before a cold call, here tip number 3:

Research your Prospects

Your objective is to understand how to use your offering to satisfy their demands.

Visit the websites and LinkedIn profiles of your prospects. Look for details on their corporate history, mission statement, and management, and read the About Us page. Make a call only to the precise person who will be making the decision.

Read consumer reviews and press releases as well as news. Visit their physical location if one exists if it is acceptable.

Discover the client's pain points while you do your investigation. Assess their priorities and gain a grasp of their operations and possible needs. Make a list of your shared passions.

The prospect will value that you are aware of their demands rather than making a generic call using a stale cold calling script if you conduct adequate research that enables you to personalize and add value to your cold call.

Work With a Cold Calling Script

It is important to have prepared questions and remarks before making cold calls.

While making a cold call should ideally feel like a natural conversation, doing it on the spur of the moment could result in awkward pauses, excessive filler, and clunky delivery. However, following a script makes it easier to prevent mistakes, pay attention to what you are saying, and convincingly convey your sales message.

A script will help you relax and direct the conversation to keep your attention on the purpose of the call.

Avoid Reading From Your Cold Calling Script

One of the cold-calling tactics I suggest is writing out what you want to say.

At the same time, you shouldn't recite directly from your script.

If you do, your potential client or customer will notice and tune you out since you sound robotic and indifferent. Your conversation with a potential customer should never feel forced on them.

Instead, it should sound like a natural conversation.

There is No Perfect Time to Call

Finding the perfect time to call your prospects can actually turn out to be an endless search for the right timeframe.

However, testing several times and days for cold calling your prospects can give you insightful info for when most decision-makers are open to having conversations.

And analyzing your call history might help you determine the days and times of the week when people are most likely to answer the phone.

As a rule, you shouldn't explicitly say this day or time doesn't work. Being consistent and trying to hit the phone when people might not expect it can turn out to be a successful strategy. Conducting cold calls on a Friday afternoon can, for example, be a good time for that. Many SDRs are already in a weekend mood, and that's why fewer calls are made.

Going for this day and time can actually be a success for your - pattern interrupt.

Practice, Practice, Practice

Practice is important since it makes you more at ease when starting a conversation and makes you sound more assured. Keep your pitch conversational and spontaneous; chances are, prospects are used to hearing scripted pitches.

With coworkers, practice making cold calls until you feel confident discussing the product or service. Prepare responses to typical objections and practice how you would respond to them.

Be Confident

Nobody wants to make a purchase from an insecure salesperson.

Whether you are starting as an SDR for the first time or have been operating a business for some time, have faith in your ability to offer your product or service.

Keep in mind that you are an expert on the topic and can contribute something valuable. When communicating with prospects, show confidence; this will encourage them to pay attention to what you have to say.

Objections Are Normal

Years ago, it was conceivable to get a yes on the first sales contact, but today, the vast majority of clients will have qualms and reservations. However, handling sales objections well may be what ultimately closes a contract.

Understanding how to respond to the most typical sales objections, such as:

"I'm not interested"

"I don't know you"

"It cost's too much"

It's a good idea to provide instructions in your sales script on how to address particular arguments or doubts in order to aid your sales agents in overcoming such challenges.

Dealing with rejections is another topic that your sales representatives need to be knowledgeable in. As a sales rep you must learn how to take "no" in stride and move on to another prospect since no matter how hard they try, they won't be able to close every deal.

Leave a Voice Mail

Some people choose not to answer calls due to being preoccupied or just failing to hear the phone ring. But there's another excuse for not responding. According to a recent survey, 87% of individuals don't answer calls from ominous numbers.

Whether or not a prospect returns your call, B2B cold calling voicemails might be useful. A compelling message can strengthen your brand and possibly elicit a response in the future. The better your voicemails are, the more probable it is that someone will respond.

Also, if you're still looking for the right cold-calling software, this blog from HubSpot can help you out.

Cold Calling Templates

Templates are very helpful in not lose the thread during your cold calls. However, you shouldn't stick to it 100%, as cold calling can be a natural conversation with often unexpected turns.

Voice Mail Template

If a prospect isn't available when you call them, the call may go to their answering machine.

Keep the outreach cadence going with a voicemail:

"Hi,[prospect's name]. My name is [your name], and I am calling from [company's name]. I am reaching out to you because I might have a great solution to your current business needs, and I'd love to talk through it with you. Please call me back when it's a good time for you. Once again, it's [your name] from [company's name]. You can reach me on the following number, [your business number]. It's a toll-free number. Talk to you soon, and have a great day!"

Tip: Keep the message concise, to the point, and under one minute so the prospect doesn't feel like it's a waste of time. Also, repeat your business number once so your contact can write it down easily.

Appointment Setting with Inbound Leads

Using this sales call script, you can confirm appointments with prospects who have previously expressed interest in your services. For instance, they requested a trial by clicking on a button, or they wanted to know more about how to collaborate with you.

"Hi [prospect's name], I'm [your name], calling you from [company name].

I noticed that you signed up for a trial version of [name of the software], and I wanted to check in with you about your experience so far. Do you have a moment to share your thoughts with me?"

Let the prospect share their experience.

"Fantastic! We have 3 features that I'd absolutely recommend in your case: [mention the features]. If you have some availability this week, I'd love to show you on my screen how you could boost your company's numbers with these features. When would you have time for a free 30-minute demo call?"

The Kickstarter

Using this script will enable you to engage the prospect and get to the point rapidly. It can be combined with any other template because it basically helps to get a conversation started.

Hi, [prospect's name]. My name is [your name], from [company]. How are you? [strength] is our bread and butter. Do you have three minutes to talk about the different ways we can help [solve issue] with features like [feature], [feature], and [feature]?

The Prospect Who Isn't the Best Fit

Sometimes a prospect may not quite suit your desired demographic, in which case you should probe further with sales inquiries. Depending on how the customer reacts, these may call for you to get creative and depart from the script.

Hi, [prospect's name]. My name is [your name], from [company]. I was hoping to speak with you about [subject]. Do you have a minute to spare?

[Prospect's answer: Yes]

Thank you. We speak with companies similar to yours all the time who share the same pain points. May I ask how you have been managing your [pain point]?

[Prospect's answer]

Sounds like we could help you. Can we set up a time next week so we can speak more in-depth about a solution?

Conclusion

Hopefully, you can learn some new tips and tricks from this article that will help you succeed as an SDR.

If you want to read more about cold calling, read this blog about cold calling memes.

And if you want to join a community of like-minded SDRs, you can also do so!
Post by Mattes Wöstemeier.
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